This study aims to investigate the mediating role of self-esteem in the relationship between human brand addiction and debt avoidance.
A quantitative mediation analysis was conducted across two surveys and one scenario-based experiment with young Japanese idol fans. Study 1 examined fans of a popular idol group, measuring brand addiction, self-esteem and debt avoidance. Study 2 broadened the scope by allowing respondents to identify their preferred idols, thereby capturing more diverse fan–idol relationships. Study 3 used an experimental design with participants randomly assigned to either a fictional idol scenario or a control condition, aiming to mitigate the correlational limitations of Studies 1 and 2 and test the indirect effect of self-esteem.
Human brand addiction promoted debt avoidance through the mediating effect of self-esteem. Rather than inherently generating negative outcomes, human brand addiction can contribute to identity construction and stronger debt avoidance awareness.
This study challenges the assumption that brand addiction directly affects debt avoidance, highlighting instead an indirect pathway through self-esteem. It extends brand addiction research from product-based contexts to human brands, specifically idols, within the unique cultural context of Japanese youth.
